Manga marketing is now gaining traction across a wide range of industries—and for good reason. Its clarity, emotional storytelling, and visual appeal make it an effective tool for social media, video ads, and even landing pages.

What makes manga so powerful in marketing is its ability to connect with diverse audiences across age groups, reduce hesitation around purchasing, and improve overall ROI (Return on Investment). By weaving marketing messages into relatable stories, businesses are able to communicate more naturally and memorably.

In this article, we’ll explore how various industries—from retail to healthcare—are using manga-based advertising to explain products, build trust, and increase engagement.

Manga Marketing in the Retail Industry

Manga is becoming a creative and strategic tool in the retail industry, helping businesses explain product features, promote services, and build emotional connections with consumers. Below are three real-world examples of retail-focused manga marketing in action.

Tokyo Dry Cleaning Association: Educating Through Storytelling

Reference URL: http://tokyo.kanto929.jp/m/lp_tokyo/1/?fbclid=IwAR0j_DXvo87Mf82hXkCQWttYVv1a5abXkyVh5ltnjVDxtH63buahbF4gzlk

The Tokyo Dry Cleaning Association used manga to challenge common misconceptions in their industry—namely, that all dry cleaners offer the same service. The story follows a customer who learns the hard way after damaging a prized jacket at a random shop.

The narrative introduces the idea that certified professionals with national credentials offer better service, ultimately guiding readers to a dedicated search engine for verified dry cleaning stores.

This campaign reused artwork from the well-known manga Black Jack ni Yoroshiku by Shuho Sato, modifying the dialogue to fit the dry cleaning theme. It’s a perfect example of repurposing existing manga to educate consumers and promote industry standards.

Fitfit: Promoting Product Benefits with Influencer Integration

Reference URL: https://fitfit.jp/contents/manga_vol5/

Footwear brand Fitfit, Ltd. used manga to showcase their Flex Heel Side Gore Boots, highlighting both style and functionality.

The protagonist, a busy mom, usually settles for practical sneakers. Her turning point comes when she meets Instagram influencer Ami Haruna, who introduces her to stylish yet comfortable boots.

This manga shows how the product solves a specific customer pain point—a common structure in product-based manga storytelling. It also demonstrates how combining manga with influencer marketing can make campaigns feel more authentic and relatable.

TSUTAYA: Using Manga to Drive Engagement for Digital Services

Reference URL: https://mangamarketing.jp/ichiran/results/detail_1979.html

TSUTAYA used manga to promote its video streaming and DVD rental services: TSUTAYA TV and TSUTAYA DISCAS.

The story follows a stressed office worker who fumbles a chance to talk with his crush because he’s out of the loop on current TV shows. Inspired to catch up, he signs up for TSUTAYA’s streaming service, binge-watches content, and eventually has a successful follow-up conversation.

This manga goes beyond just listing features—it shows how a service can improve someone's real-life confidence and relationships. The gradual storytelling format helps lower psychological resistance before introducing product details—an effective technique in manga-based advertising.

Manga Marketing in the Healthcare Industry

In the healthcare sector, manga is being used to educate patients, reduce stigma, and simplify medical information that may otherwise be difficult to digest. The following examples show how manga marketing in healthcare helps bridge the communication gap between clinics and patients.

Using Manga to Explain Chronic Disease

Reference URL: https://your-comics.com/fr/reference/bande-dessinee-medicale-158.html

Known in France as “médecine graphique”, this form of medical manga is used to portray the lives of patients living with chronic conditions, including sexual health concerns. These stories are told from the patient’s point of view, fostering empathy and understanding.

This approach helps patients feel seen and supported, while also enabling them to communicate symptoms visually, which can be helpful when words fail. The use of manga here goes beyond education—it becomes a therapeutic tool.

This particular manga even received the French Silver Strategy Award for Health Communication (2021), showing that graphic storytelling is gaining real credibility in the medical field.

Manga to Explain Birth Control Pills

Reference URL: https://jlc.tokyo/examination/10.html

Created by Jasmine Ladies Clinic, this educational manga explains how birth control pills work and how to obtain them in Japan. The story features a relatable conversation between two women—one unsure about using the pill and another who explains its pros and cons.

The second half of the manga clearly outlines costs, prescription processes, and medical details, making the information accessible to first-time users. This is a great example of manga being used to guide readers through both emotional and practical decisions in healthcare.

Reducing Stigma Around STIs Through Manga

Reference URL: https://jlc.tokyo/examination/09.html

Also produced by Jasmine Ladies Clinic, this STI-focused manga addresses a sensitive topic in a way that’s educational, light-hearted, and relatable. The story follows a woman visiting a clinic for an STI test. While the test turns out fine, the doctor humorously misjudges her dating history—adding a comical twist to an otherwise awkward topic.

By using humor and empathy, the manga lowers psychological barriers, helping readers feel more comfortable about seeking STI-related care or asking difficult questions.

This format shows how manga can humanize healthcare, encourage open conversations, and normalize seeking medical advice—especially on issues many people are hesitant to discuss.

Manga Marketing in the Beauty Industry

The beauty industry thrives on storytelling, emotion, and visual appeal—making it a perfect fit for manga-based marketing. By turning beauty concerns into relatable, character-driven stories, brands can educate, entertain, and promote their products all at once. Below are standout examples of manga marketing in cosmetics and skincare.

GATSBY: Yokai Meets Skincare in a Manga Crossover

Reference URL: https://rdlp.jp/archives/otherdesign/lp/63273

Men’s grooming brand GATSBY partnered with Mizuki Productions to create a manga featuring nurikabe, a spirit from Japanese folklore known for blocking paths at night.

In this playful adaptation, the nurikabe becomes strikingly handsome after using GATSBY skincare products. The plot follows his lighthearted romantic interactions with a crush who comments on his looks—showcasing the product’s effect through humor and fantasy.

The art style, based on the late Shigeru Mizuki’s iconic GeGeGe no Kitaro, gives the campaign a nostalgic feel while drawing in manga enthusiasts. This clever blend of folklore and cosmetics storytelling resulted in a memorable, brand-reinforcing manga ad.

i Micro Patch: Manga That Visualizes Anti-Aging Solutions

This promotional manga from Sizebook Inc. introduces i Micro Patch as an anti-aging skincare solution for women experiencing visible signs of aging.

The story centers around a 36-year-old housewife who becomes self-conscious about her skin losing firmness. After struggling to find effective products, she discovers i Micro Patch. Her transformation becomes evident at a class reunion where her friends say she looks unchanged.

By showing a personal journey from insecurity to confidence, the manga makes it easy for readers to imagine the product’s emotional and visual impact. Her line, “All I have to do is apply it before bed?”, delivers a subtle yet strong CTA focused on simplicity and ease.

TSUBAKI: Reviving Hair Confidence Through Manga Nostalgia

Reference URL: https://rdlp.jp/archives/otherdesign/lp/78516

TSUBAKI, a well-known Japanese hair care brand, collaborated with manga legend Moto Hagio to create a heartfelt story about reclaiming hair vitality.

The manga follows a woman returning to her childhood home for New Year’s with her daughter. As they flip through an old photo album, her daughter admires her youthful beauty—sparking a memory of her once shiny, vibrant hair. This prompts her to try TSUBAKI’s hair products to restore her confidence.

By pairing a universal beauty concern with emotional storytelling and nostalgic visuals, TSUBAKI strengthens both product relatability and emotional brand connection. The collaboration with a respected manga artist further expands appeal to fans of classic manga.

Manga Marketing in the Education Industry

Educational institutions are increasingly using manga to introduce courses, reassure parents, and inspire career decisions. These manga campaigns don’t just explain what a school offers—they tell stories that reflect the dreams and doubts of real students. Here are three impactful examples of manga marketing in education.

Vantan Game Academy: Guiding Aspiring Game Developers

Reference URL: https://mangamarketing.jp/ichiran/results/detail_4493.html

This manga introduces Vantan Game Academy, a vocational school designed for future game creators.

The story follows a protagonist passionate about working in the gaming industry but unsure how to begin. A friend recommends enrolling at Vantan, where students learn practical, industry-relevant skills. Through this short manga, readers not only learn about the curriculum but also gain insight into the gaming world.

It’s a great example of manga storytelling for career education, helping readers see themselves taking the first step toward their dream job.

Children’s Swimming Lessons: Reassuring Parents Through Story

Reference URL: https://mangamarketing.jp/ichiran/results/detail_4226.html

Sports Club NAS Inc. created this manga to promote their children’s swimming classes—but more importantly, to ease common parental concerns.

The story follows a young child afraid of water and unable to wash their hair alone. Through structured swim lessons, the child gradually gains confidence and independence. By the end, they can comfortably put their face in the water and wash their hair.

This campaign does more than advertise swim classes. It highlights emotional growth, building trust with parents through relatable challenges and reassuring outcomes—one of the most effective uses of manga marketing in parenting-focused services.

BizDigi IT School: A Story of Career Transformation

Reference URL: https://mangamarketing.jp/ichiran/results/detail_3456.html

BizDigi, an IT business school, used manga to show how professional growth is possible—even when stuck in a rut.

The protagonist feels lost in his 9-to-5 routine until he reconnects with a former classmate who started a successful tech company. Motivated by this, he learns about BizDigi and decides to enroll. The manga outlines what the school offers while focusing on real-life outcomes: personal reinvention and entrepreneurial success.

This example illustrates how manga can turn technical education into an emotional journey, resonating with adults seeking purpose and progress in their careers.

Summary: Why Manga Marketing Works

Manga is no longer just entertainment—it’s a powerful storytelling tool that brands across industries now use to explain, promote, and connect with their audiences.

What makes manga marketing so effective is its ability to blend information with emotion. By embedding products and services into relatable stories, manga allows readers to empathize with characters, understand solutions more clearly, and feel personally connected to what’s being offered.

The characters in these stories often face challenges that mirror the reader’s own. As a result, the message becomes more than just promotional—it becomes meaningful. This form of visual storytelling drives stronger engagement, improves retention, and boosts brand awareness in ways traditional marketing often struggles to achieve.

While many manga marketing stories follow familiar structures, there’s still wide creative potential for new narratives, formats, and industries to join the trend. As businesses continue to seek deeper emotional connections with their audiences, manga marketing is proving to be a strategy worth watching—and investing in.

Looking for a creative way to engage your audience through storytelling?

👉 Schedule a free discovery meeting and explore how manga can elevate your brand message.